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Digital: Red Bull builds F1 news site

Red Bull is launching a digital drive to keep Formula One fans up to date with the progress of its teams during the F1 racing season.

The energy-drink brand has briefed Hi-Res to develop a website that will
act as the online home of The Red Bulletin, the 'nearly independent F1
newspaper' that is distributed at each Grand Prix.

The Red Bull website will provide racing fans with the latest news on
the brand's F1 teams - Red Bull Racing and Scuderia Toro Rosso - as well
as insider information and exclusive footage from the pits. It will also
feature 'track walks' with Red Bull drivers David Coulthard and Mark
Webber.

Red Bull has revamped its F1 sponsorship strategy, removing all branding
from its cars in favour of allowing racing fans to pay £10 to have
their picture appear on the chassis during the forthcoming British Grand
Prix. All of the proceeds from the initiative will be donated to Wings
for Life, a charity that supports those affected by spinal cord
injuries.

The move mirrors a recent initiative by the Honda Racing F1 Team, which
has dropped sponsorship logos from its racing cars for this year's
Formula One World Championship in favour of an environmental initiative
called 'Our car is your car'.

Honda's cars now carry an image of the Earth to align its brand with
environmental issues. The Earth image is created by pixels carrying the
names of brands and consumers who make a donation to an environmental
charity or visit a dedicated microsite and pledge to make a green
lifestyle change (Marketing, 28 February).

Earlier this month, Harry Drnec, Red Bull's UK managing director, left
the firm to pursue independent business interests after 12 years in the
role. Nigel Trood, currently director of off-trade sales, will take up
the position.

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